By Sarah Talalay
Staff Writer

January 4, 2005

Last year, for the first time in the history of the Orange Bowl, two Florida teams -- Miami and Florida State -- faced each other, sinking the hopes of tourism officials who look to the annual college football game to start the new year with a bang.

This year, the local tourism industry is cashing in. With No. 1 Southern California facing No. 2 Oklahoma in what some are calling the best matchup for a college football national championship in years, South Florida businesses are thrilled. USC is staying at the Westin Diplomat Resort in Hollywood; Oklahoma at the Sheraton Bal Harbor.

"We had a real disappointment last year," said Nicki Grossman, president of the Greater Fort Lauderdale Convention & Visitors Bureau. "It was a bust in terms of room nights. It was exciting and fun to watch, but a bust in terms of hospitality. We know this year it's going to be better than ever. This is going to be a boon. It's just a question of how full we're going to get."

Two years ago, thousands of USC fans visited South Florida when the team beat Iowa in the FedEx Orange Bowl. The combination of USC fans and nearly twice as many Iowans, who flooded the region, pumped millions into the local economy. A study conducted by Weston-based Sport Management Research Institute showed the game alone generated $65 million in direct economic impact locally. And that wasn't a national championship.

Christopher Knight, Orange Bowl Committee president, said today's game at Pro Player Stadium and its media exposure and accompanying events, including youth football, tennis, college basketball, a sailing regatta and beach party could infuse as much as $200 million into area businesses.

"Last time when they were here, the USC folks filled up most of the slots for private jets at the jetports," Knight said. He said Oklahoma, which beat Florida State in the 2001 national championship Orange Bowl game, will also have a healthy contingent. "The Oklahomans will most likely turn the whole stadium crimson and cream because they bring the whole state."

It helps that not only are the teams from far out of state, but both are storied football programs. Unlike a year ago, USC also has the added interest of playing for the national championship outright. Last year, LSU beat Oklahoma in the Sugar Bowl for the Bowl Championship Series national championship, while USC finished atop the Associated Press Poll, resulting in co-national champions.

"If you look at the dynamic, Oklahoma was the bridesmaid, so to speak, and couldn't pull it off last year. So they're hungry," said Kathleen Davis, executive director of Sport Management Research Institute, which conducted economic impact studies for the Orange Bowl in 2001 and 2003. "And they've got SC, everyone's darling, which were the Auburn of last year. USC is equally as hungry. They didn't get invited to the national championship."

Add in that this year's Heisman Trophy winner, USC quarterback Matt Leinart, is facing last year's winner, Oklahoma quarterback Jason White, and, Knight said, "We've never had the attention or the pressure that we're having this year. It really is a dream scenario for South Florida."

Davis' research shows the 2001 national championship game and festival events pumped almost $185 million into the economy, including $77 million in media exposure and advertising value. The game alone accounted for $56 million in direct economic impact. Almost 77 percent of fans were from outside South Florida and many stayed for an average of 4.3 days and spent $71.38 per person per day.

ABC is anticipating about 52 million viewers for the game, which has been sold out to the public for weeks. Each team receives 16,000 tickets, and 3,000 more went to fans who guaranteed tickets by buying tickets to last year's game, said Joe Hornstein, Orange Bowl Committee media relations manager. An additional 3,000 were included in a lottery entered by 8,000 people on a waiting list. The rest were included in special ticket packages.

Tourism officials are expecting fans to spend three to four nights in the region, perhaps arriving on New Year's Day and stretching their post-holiday vacations through the game.

Grossman said the bureau spent a lot of time promoting the game. She said the Orange Bowl committee sent representatives to the two schools to pitch it.

"It's worth it," Grossman said, "because the business is going to be good. We're expecting great things."

Sarah Talalay can be reached at stalalay@sun-sentinel.com or 954-356-4173.

Copyright (c) 2005, South Florida Sun-Sentinel

Visit Sun-Sentinel.com